ST-Ericsson - U8500 animation

We were asked to create an animation for one of ST-Ericsson’s hero products – The U8500.
The U8500 is the first mobile platform with full High-Definition 1080 camcorder. With its
combination of a dual-core SMP processor and a high-end 3D graphics accelerator, the
U8500 enables a full web-browsing experience for next-generation smartphones.

THE SITUATION

The U8500 is one of ST-Ericsson’s most important hero products. There are a lot of
expectations on the product that combines several technologies in one chip, offering a world
of possibilities for next-generation smartphones and portable devices.

THE CHALLENGE

ST-Ericsson wanted to create something different from the quite product focused marketing
material they had been using so far. The wanted something unique and attention catching that
visually communicated all the cutting-edge features of the U8500.

The expectations on the U8500 are huge, both from ST-Ericsson and from the market. At the
same time, we didn’t have more than three weeks to complete the entire project – from idea
to delivery. Needless to say, we really felt the pressure of creating something truly great,
in record short time.

Gilles Delfassy, ST-Ericsson’s President and CEO, hosted the premiere screening at Capital
Markets Day in Stockholm.

THE SOLUTION

We basically got free hands in developing the concept for the animation. We decided early
not to go for any ideas that involved using smartphones or any other portable device. There
were several reasons for this, but the most obvious was that we wanted to focus on
ST-Ericsson’s role as a high-tech state-of-the-art platform provider. We felt using smartphones
in the animation would bring us too close to animations typically created for mobile
phone manufacturers.

Instead, we wanted to communicate a feeling of greatness that reflected the opportunities
made possible through the U8500 platform. We also wanted to give the entire animation a
high-tech feeling, in line with ST-Ericsson’s core business. The basic idea was to give
the impression of a futuristic big city when looking from a distance, but as the camera
moves closer, we wanted the viewer to realize that everything actually takes place in a
small chip.